Marriott International announced the launch of Four Points Express by Sheraton, designed for the midscale segment. The new brand, according to the announcement, is a response to growing consumer demand for reliable yet affordable accommodation in Europe, the Middle East and Africa (EMEA).

Consistent with the company’s approach to meeting the needs of guests with regionally relevant lodging products for every stay purpose, the announcement follows the company’s recent move into the affordable midscale space with City Express by Marriott in the Caribbean and Latin America and the announcement of its plans for StudioRes in the US and Canada.

Satya Anand, president, Europe, Middle East and Africa, said the new brand has been researched, designed and localized “to deliver midscale travelers the fundamentals of a stay that meets every trip purpose at the right price point “ Midscale, he said, “is a resilient industry segment that currently represents almost 1.2 million rooms in EMEA, and 68% of those rooms are unbranded.”

The new brand, according to the announcement, will provide clean, comfortable rooms, and free breakfast and WiFi. The first UK hotel is slated to open in a prime location in central London less than 500 yards from Euston Station and close to Kings Cross and St Pancras International. The hotel is expected to open in 2024 with 201 guest rooms following a significant renovation of the current property.

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In Turkey, two Four Points Express hotels have been signed in Antalya and Bursa. Four Points Express by Sheraton Antalya Lara plans to offer 52 guest rooms upon its anticipated conversion in late 2023. It is in the neighborhood of Çağlayan, with connections to both the city center and airport. In Bursa, Four Points Express by Sheraton Bursa Nilüfer will offer guests a convenient location close to the highway that connects Bursa, Istanbul and Izmir.

Image: Marriott News Center